The new
premium ale, which the brewer says is made from aromatic hops and crystal malt,
targets the middle-class in a bid to counter consumers’ increasing shift to
premium and foreign brews from mass-market brands.

This comes at
a time when competition from foreign brewers has intensified in the premium and
super premium segments, which have experienced strong growth and retained
attractive profit margins.

In the
recent past, EABL through its subsidiaries, has debuted an array of five new
products, having launched its latest Smirnoff Ice Green Apple product late
April last year.

The launch
marks the company’s ambitions to stay ahead of its competitors in the ever competitive
alcoholic beverage sector.

Other than growing
and diversifying its product portfolio in the region, EABL – whose businesses run
across Kenya, Uganda and Tanzania – has also invested in new beer production
line in Kenya as part of its expansion strategy.

EABL posted
pre-tax profits of US$96.2 million in its half year results for the six months
to end December 2018 representing a 33% increase in profits.

The firm
said that growth in beer and spirit volumes and sales across the three countries
drove the performance as well as investments leading to vibrant innovations.

Greater
focus on productivity coupled with up-weighted marketing investment were also
noted to contribute significantly.